In an asset sale, a firm sells some or all of its actual assets, either tangible or intangible. An asset sale occurs when the assets of your business are sold to a buyer.A shareholder's sale of personal goodwill creates significant income tax benefits for the shareholder of the target corporation. An asset sale is the purchase of individual assets and liabilities, whereas a stock sale is the purchase of the owner's shares of a corporation. An asset sale is a sale of a business; which can be the whole of a business as a going concern. A sale of assets may be partial or complete. An asset sale transaction involves the sale of some or all of the assets used in a business from a selling company to a buyer.